Everything starts with a story

Short story

Harsh – but true?

Every company or idea starts with a great story.

The company is founded, the idea is put into action with passion, often with the belief it will change the world or at least the lives of those involved.

The company grows as the idea gets out and is taken up by more and more people.

Then, life gets in the way – sales have to be made, orders must be fulfilled, customers and investors need to be satisfied – and if the momentum isn’t maintained, the life-blood eventually ebbs away and the company slowly shrivels up and dies or the founder / CEO / management team takes up an offer to be bought out.

Depending on which analyst you believe, 50 years ago the average lifespan of a company listed on the Fortune 500 was 75 years. But,

by 2015 the average lifespan of a company on the Fortune 500 was only 15 years

Over half of the companies listed in 2000 had disappeared by 2015 and Accenture predict that MOST will not be there by 2025

Fortune 500

Fortune500 Accenture






I believe that the lack of continued innovation has a large part to play in this disruption, coupled with the increased innovation by new entrants.

The “new guys” on the block are often perceived to be rebels – breaking the rules – just like the “moonshiners” of old. They are dissatisfied with the status quo and they are not afraid to constantly innovate and iterate in order to keep up with ever changing customer demand.

The questions I am asked most often when I have just finished a talk about the “Future of Virtually Everything” is “HOW”.

How can we be more innovative?

  • How can we leverage the disruption and change the ending of the story so that we don’t die?
  • Where do we start?

The book aims to be a simple guide – a recipe / model / outline for you to get started on making your own moonshine so that you can take control of your own future.

I hope you join me on the journey – let’s get cooking!